Marketing classics : a selection of influential articles
著者
書誌事項
Marketing classics : a selection of influential articles
Prentice Hall, c1995
8th ed., 25th anniversary ed
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
This 25th-anniversary-edition of "Marketing Classics" represents a culmination of the most important articles published in the field. Each article has been selected for the contribution it has made, and the impact it has had in bringing a new way of thinking into marketing theory and practice. Eleven new articles have been added in such topical areas as marketing ethics, global marketing strategy, service quality and technology diffusion. Articles of enduring interest by noted marketing minds like Wroe Anderson, George Katona, Theodore Levitt, George Day, John Howard, Frederick Webster Jr, Sidney J. Levy, Jagdish Sheth and Philip Kotler are retained. The articles are divided into four parts: "Marketing Philosophy"; "Buyer and Market Behaviour"; "Marketing Strategy"; and "Competitive Marketing Programmes".
目次
Marketing Philosophy. Buyer and Market Behaviour. Marketing Strategy. Competitive Marketing Programmes.
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